Personal Evaluation Project

PERSONAL EVALUATION PROJECT Topic: Study on the frequency of Dublin bus and ways to improve it. I want to do my PEP research with Dublin bus services because the services marketing related problem that this company faces is the frequency problem of 25A bus route. For example the 25A bus route has a bus scheduled after every 20 minutes even during peak hours which is a big hindrance to the customers which shows that it is serious issue in terms of marketing services. Service marketing related problem: Bad frequency of the Dublin bus running on the route of 25A. The frequency of 25A bus is after every 20 minutes so during the peak hours the bus gets full at the first stop and in that case the bus doesn’t stop at the second stop. And the crowd keeps increasing at later stops and the reason being is that the frequency is too bad of the bus service. According to road traffic control having 20 minutes gap isn’t ideal. Here the profile of the pertinent service organization under investigation is Dublin bus service. As the governing body is transport system hence Dublin bus service. Impact of the problem on the organization: The low frequency of the bus service would have adverse effect on the organization. 1) The organization will lose a lot of people because of this, as they would

then look for the next best option and hence the Dublin bus services will considerably loose on the number of travelers. 2) The organization will have to face some legal issues for example complaints from the travelers 3) Because of the low frequency the number of passengers will fall drastically which may force the organization discontinue the services. 4) The organization will have a deter on their losses. As one failure will have an impact on the other bus route services.

Service marketing models:

1. ) Technical and functional quality model ( Gronoos, 1984): In

this quality model Dublin bus services must understand the customer’s perception and understand their needs and cater to them. Here it means that Dublin bus service has to meet expectations of the passenger catering to and have frequent busses to fulfill the perceptions of the passenger in order to achieve customer satisfaction.

2.) Synthesized model of service quality: In this quality model there will be many people who must have not travelled or experienced the bus services as they might be one time travelers but they must have heard from others about the service quality i.e. the bad frequency of the Dublin bus service. Here the factors influencing are that Dublin bus services should maintain their image cater to external influences like cost, labor etc and follow tradition marketing by making sure that they have enough solutions to curb the need of frequency. 3.) Model of perceived service quality and satisfaction (Spreng and Mackoy, 1996): This service explains in the topics relation that there is a certain amount of expectation that the frequency of the bus is increased in order to meet the needs of the passenger, this is what the travelers perceive the quality should be like and the discomfort is the services are not rendered properly leading to customer dis satisfaction.

Proposed research methodology: The methodology which I am going to follow in relation to frequency is as follows: 1) Would analyze the schedule of the bus and observe if the busses arrive

on time or not or does it cross the expected time. This will give me a fair idea as to how many people gather at the bus stop in 20 minutes. 2) According to all the observations made I will write it down and prepare a brief summary about the problems faced due to low frequency of busses. 3) The I would speak to the 25A bus drivers and put forth my observation and take a view over it and then would give them the solution that I have worked upon and take their views. 4) Will travel in the same bus during peak hours and understand the hindrances faced by the passengers. This will continue for the following days to observe the same aspect and look for further solutions.

5) Prepare questionnaires and travel in the 25A bus and distribute to

fellow passengers and ask them to give to answer these question as per their perceptions and will also see to it that the questions are up to the mark and to the point. I will do this for 4 to 5 days inorder to get a diversified view. 6) Will come to the conclusion to the questionnaire and will then conduct a survey on how often would u like the bus service to be. 7) Then would take an appointment at the Dublin Bus depot and then speak to the department in charge speak to him about the frequency problem and 25A bus route is facing along with the proof and give him some cost effective solutions. Then I will summaries the whole data on the department in charge of Dublin bus and will and jot down his suggestions and recommendations. 8) Conduct meetings with fellow passengers interview them and ask for their opinion. 9) Further research taking related journal articles and news paper cuttings, reface form library text books. Do an online research. 10)Finally come to a conclusion considering all the recommendations and findings.

Key academic references: 1) 2006 Mc Graw hill integrated customer focus 4th edition Valarie A.

Zeithaml, Mary Jo Bitner Dwane D. gremler. 2) 1997 McCarthey, EJ, William, DP & Pascale, GQ 1997, Basic marketing, McCarthy, William & Pascale.

Key non academic references: 1) www.acneilsenresearch.com 2) www.busrege.com 3) http://www.rte.ie/news/2009/0116/dublinbus.html

Key contacts: Ejike okeke: bus driver; Paddy Nedonoser: Depot inspector. Appendix: GANTT CHART Date

Task

5th Nov

observe busses by staying at the bus stop

6th Nov

stand at different bus stops and observe the problem

7th Nov

come to a conclusion

15th nov

speak to various bus drivers of 25A bus

16th nov

travel in the bus to understand the problem

17th-20th nov

continue to travel

22nd -25th nov

prepare Questionnaire and give fellow passengers

28th nov

draw conclusion

1st December

take an appointment with the depot in charge

3rd-5th dec

conduct interviews with some regular passengers of 25A

6th dec

Further research with academic references

8th dec

Final conclusion with cost effective solutions

9th-13th dec

preparation of final PEP

14th dec

submission